Audience Focus March 2010 Andrew McIntyre
VISION-LED AUDIENCE-FOCUSED The 21st Century Arts Organisation
Andrew McIntyre MORRIS HARGREAVES McINTYRE
The challenge of the 21st Century Societal changes Explosion of information Digital opportunities (and threats) Vast choice of leisure pursuits Perception of relevance Democratisation of culture and participation
The answer is… To have a real vision To be clear about your impact on the world To tell (sell) this story
Move on Up programme It’s not marketing – it’s organisational development But it is about audiences Led by CEO/artistic director Engages senior management/board/trustees Involves everyone (including the cleaners)
5 KEY DOCUMENTS Manifesto – beliefs, ethos, aims, impact, value 7 Pillars Scorecard Brand Model Strategy Tree Written Plan
VISIONING - MANIFESTO We believe… We exist to… What we want to change… - how people will be different - how society will be different - how the sector will be different
Post-it notes stream of consciousness Written or recorded
Tikanga Maori underpins what we do We are passionate about what we do, who we represent and why we exist We make people proud of their identity and values We uplift people through our art and culture We build, strengthen and maintain relationshiops with Maori and the world’s indiginous artists We provide leadership and direction to Maori artists and organisations We give Maori artists confidenceWe honour our ancestors by taking their stories to the world We connect people to the land We inspire people We champion and protect Maori art We endorse and increase recognition of other indiginous people We grow the market for Maori art worldwide We raise awareness through art for a contemporary people called Maori We provide succession planning We provide a strong platform for lobbying We provide opportunities and support for artists We provide and environment for artists to succeed We show the greatest Maori art to the world We help more Maori artists live by their work We provide a recognised brand until the artits themselves are recognised
VISIONING Explains the interaction between art and audiences Commits to both equally
The 7 Pillars of Audience Focus
• Vision-led • Brand-driven • Inter-disciplinary • Outcome-oriented • Insight-guided • Interactively-engaged • Personalised
7 PILLARS SCORECARD 35 or 56 questions that often don’t get asked in strategic planning Self-assessment Generates internal discussion Generates list of ACTIONS Repeatable to measure progress
AUDIENCE FOCUS
AUDIENCE FOCUS
Outcome-oriented Inter-disciplinary
Outcome-oriented Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Personalised
Inter-disciplinary
Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Actors
Marketing
AUDIENCE FOCUS
AUDIENCE FOCUS Outcomeoriented
Outcome-oriented Inter-disciplinary
Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Personalised
Personalised
Production
Interdisciplinary
Insight-guided
Interactivelyengaged
Brand-driven
Vision-led
Personalised
Learning
VISION-LED What we believe How culture, people, society will be different
Our vision
Toi Maori wants to be the ‘go-to’ organisation for anything connected to Maori arts
VISION-LED What we believe How culture, people, society will be different
Our vision
We produce innovative work of the highest artistic quality that is accessible locally and recognised regionally, nationally and internationally.
VISION-LED What we believe How the sector, people, society will be different
Our vision
Bishopsgate Institute's vision is of a society enriched and informed through personal development and social learning opportunities.
BRAND-DRIVEN
Essence Values Personality Benefits
BRAND-DRIVEN
Essence
Involving people…
Values
Audience focus
Personality
Provocative
Benefits
Enlightenment
INTERDISCIPLINARY Cross-departmental working (and socialising) Shared interest in and responsibility for audiences
Formal Meetings Working groups Shadowing/induction
Informal Social in and out of work Ideas and suggestions – boxes, walls and emails
OUTCOME-ORIENTED
What difference/impact do we want to make? Can we measure it? (yes we can)
INSIGHT-GUIDED
What do we know about our audiences? What do we NEED to know? How will we use that information?
Size of the potential market
94%
Art gallery or exhibition Craft exhibition Museum Historic house or Stately home Historic site Formal or landscape garden
Been to any site in the service 462k in past 12 months 50% 176k in past 5 years 19% 120k not in past 5 years 13% 166k never been 18%
of 924k market in catchment area
Aware that sites are free 527k YES 57% 397k NO 43%
of 924k market in catchment area
Why do people visit us? What do they want? What do they expect? How do they behave? How will they react and respond? How do they make meaning from it? What meaning do they make?
What outcomes do we want them to get? What do we want them to… Know Think Understand Experience Feel and Do?
We need to walk a mile in visitors’ shoes…
We asked thousands of museum and gallery visitors why they visit…
Engagement
Spiritual
12%
Emotional
8%
Intellectual
44%
Social
38%
Spiritual
12%
2%
Emotional
8%
24%
Intellectual
44% 53%
Social
38% 20%
MORRIS HARGREAVES McINTYRE NORMS MUSEUMS
Spiritual
3%
Emotional
13%
Intellectual
35%
Social
49%
MORRIS HARGREAVES McINTYRE NORMS
Spiritual
MUSEUMS
GALLERIES
3%
18%
Emotional
13% 18%
Intellectual
35% 36%
Social
49% 29%
Main motivation/expectation
Main motivation/expectation
Main motivation/expectation
Main motivation/expectation
Power & Taboo
Power & Taboo: MOTIVATION
Power & Taboo: IMPACT
Segments
VISITORS WHO HAVE THIS SEE TATE AS A... DRIVER...
AND THEY NEED THIS FROM A VISIT...
CHURCH
SPIRITUAL
Ambience, quality engagement wi th art works and arti sts, spi ri tual sustenance, food for the soul
SPA
EMOTIONAL
Ambience, deep sensory and intell ectual engagement, a feast for the eyes
ARCHIVE
ATTRACTION
Cri ti cal engagement, depth and focus on i ndi vi dual arti sts or m ovements,
INTELLECTUAL journey of di scovery , fi ndi ng out new thi ngs
SOCIAL
Feel ing comfortable, a sense of ownershi p, ease of access and movement, ori entation, good faci lities, services to meet diverse needs, child fri endl y
Segments VISITORS WHO SE E TATE AS A... CHURCH
SPA
ARCHIVE
ATTRACTION
DIVID E INTO THESE 8 S EGMENT S...
SIZE... MOD
BRIT
AFICIONADOS
11%
11%
Visual arts professi onal s l ooking for i nspir ation and escapism
ACTUALISERS
7%
7%
Non-visual arts professi onal s seeki ng inspir ati on and soulfood
SENSUALISTS
7%
14%
Cul tur e vultures seeki ng upli fti ng , moving, sensory experiences
RESEARCHERS
16%
25%
Visual arts professi onal s on resear ch and development visits
SELF-IMPROVERS
16%
18%
Peopl e wanti ng to develop their knowledge of the visual arts
SOCIAL SPACERS
15%
11%
Peopl e meeti ng with other s who want to make the space their own
SITE SEERS
20%
9%
Mai nl y tourist visi tors wanting to ŌdoÕ Tate
9%
6%
Peopl e wanti ng an enjoyable and educational tr ip for chi ldr en
FAMILIES
DESC RIPTION...
STRATEGY TREE Relates activity to strategies, objectives and the mission Your organisation on one side of A4
5 KEY DOCUMENTS Manifesto – beliefs, ethos, aims, impact, value 7 Pillars Scorecard Brand Model Strategy Tree Written Plan
Critical success factors NOT marketing, NOT lead by marketing
Led by CEO/artistic director, involve board/trustees Build vision for around THEIR passion – will inevitably be expressed as audience outcomes/impact Everyone is creative (including the cleaners) - involve Convert with face-to-face contact with the audience Evidence of impact builds confidence Good luck (if not here, then somewhere else)
Andrew McIntyre MORRIS HARGREAVES McINTYRE
www.lateralthinkers.com
[email protected]
